Weekly Release Spotlight: Cults
Posted on 6/12/2011
Cults
Cults
[In the Name Of / Columbia]
Cults
[In the Name Of / Columbia]
In the digital age, hype often moves much faster than an artist can respond to it. MP3 blogs, eager to beat others to the Next Big Thing, will jump all over early singles and demos of fresh-faced bands, often before the band has grown, found their sound, or even released any more material. Often times these groups are relegated to the one hit wonder bin, unable to live up to the hype and expectations foisted upon them. Like a viral video, the single that once inspired such rabid anticipation will seem annoying and a little embarrassing, if it hasn’t been completely forgotten (anyone remember Black Kids?).
When Cults released their smash single “Go Outside” last year, it looked as if the Manhattan duo may follow a similar trajectory. Instead they have subverted it by wisely ducking under the radar and taking their time releasing their self-titled debut, which has revealed Cults to be an enchanting and multi-dimensional band, well worthy of their early buzz.
In retrospect, “Go Outside” showcased many ideas and sonic elements Cults would expand upon in their full length. The duo’s sound recalls 1960s girl-groups, but Cults are unafraid to stray from this sunny sound, modernizing it with distorted guitars, synthesizers, layering, sampling, and effects as well as coloring their lyrics with a healthy dose of teenage rebellion and desperation. The result is a record that is varied while still feeling fully realized. From the shimmery sweetness of “Oh My God”, to the sock hop duet “Bumper” to the anthemic opener “Abducted”, to the Supremes redux in “You Know What I Mean”, Cults are constantly reconfiguring distinctive elements of their sound and striking gold every time. The various textures that Cults employs over their bright, doo-wop base gives the album a combination of accessibility and replayability that eludes many pop records. In less than thirty minutes Cults have prove themselves transcendent of their initial hype du jour label and well worth your attention.
Stream: Cults - "You Know What I Mean"